This article examines why people are not saving enough for retirement and behavioural economics can encourage people to save towards their retirement earlier in working life and become more engaged in the process. View Summary

This article examines why people are not saving enough for retirement and behavioural economics can encourage people to save towards their retirement earlier in working life and become more engaged in the process.

Psychological barriers to saving for retirement are that most people tend towards being optimistic, carefree and procrastinatory, tend to discount the future and live for the present, struggle to imagine their future selves and some are not predisposed towards saving and planning.

Tools that are overcoming saving barriers include government regulation to auto-enrol people into a workplace pension, implementing auto-consolidation of multiple pensions, asking employees to pre-commit to increasing contributions automatically on the advent of their next pay rise, priming people with new reference points, and reframing retirement.

By changing the language used around pension payments, contributions can be reframed as "paying yourself" rather than "paying the pension", and can help avoid the illusion of wealth, by communicating how much the pension would equate as projected monthly income, rather than a lump sum.

3

How E*TRADE became a data-centric marketer

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Stephen Whiteside, Event Reports, Ad Age Data, October 2014

This event report breaks down how E*TRADE, the online brokerage, has put data at the heart of its marketing efforts. View Summary

This event report breaks down how E*TRADE, the online brokerage, has put data at the heart of its marketing efforts.

As a first step, the firm conducted a data "inventory" to understand precisely which information was available internally, and who used it.

By enhancing its media mix modelling, the company gained a greater understanding of the impact of its current and projected expenditure.

Involving other departments in its data processes helped build its knowledge bank as well as attracting valuable "disciples" throughout the organisation.

Creating dynamic processes that can be adapted as E*TRADE's needs change is essential to the long-term success of its data program.

4

Bye bye baby: How E*TRADE is moving on from an iconic campaign

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Stephen Whiteside, Event Reports, Mobile Media Upfront, May 2014

This event report describes how E*TRADE, the financial services company, relaunched its brand in the US to target a narrower consumer group, using a campaign during 'March Madness' and increased digital adspend. View Summary

This event report describes how E*TRADE, the financial services company, relaunched its brand in the US to target a narrower consumer group, using a campaign during 'March Madness' and increased digital adspend.

E*TRADE had achieved high levels of brand awareness through use of an iconic 'spokesbaby', but this approach was no longer suitable for the changing market.

The 'ideal client' target was narrowed, and changes in creative and media buy that reflected this meant less TV spend and more digital.

Thinking like a publisher is helping the company to decide how to deploy content, use approaches like native advertising, and 'test and learn' from campaigns.

5

How Harry's plans to disrupt the shaving category

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Sarah Shearman, Event Reports, Brand New World, February 2014

This event report discusses how Harry's is seeking to transform the shaving experience - and thus disrupt the entire category. View Summary

This event report discusses how Harry's is seeking to transform the shaving experience - and thus disrupt the entire category. Based on the idea that the existing in-store and post-purchase experience were failing to engage men, it pursued a strategy based upon ecommerce, providing lower prices and making simple but stylish products with unique designs and, in some cases, personalised features. The brand also positioned itself as an expert on male grooming, with an online magazine offering tips and useful information for the target audience. Having built its online presence, Harry's has made some initial steps into the offline world, forming partnerships with selected retailers and opening a barbershop in New York to enhance awareness levels.

In this article, Jim Speros, chief marketing officer at Fidelity, the investment group, talks about how the company balances Big Data and Big Ideas in its communications. View Summary

In this article, Jim Speros, chief marketing officer at Fidelity, the investment group, talks about how the company balances Big Data and Big Ideas in its communications. While noting the importance of the deluge of statistical information now available to brand owners thanks to the advent of various digital channels, Speros argues that intangibles and the importance of a strong narrative must not be ignored.

A report discussing UBS' sponsorship initiatives. The Swiss investment bank has participated in a variety of arts sponsorships in the U.S., including deals with the Boston Symphony Orchestra and Art Basel/Miami Beach. View Summary

A report discussing UBS' sponsorship initiatives. The Swiss investment bank has participated in a variety of arts sponsorships in the U.S., including deals with the Boston Symphony Orchestra and Art Basel/Miami Beach. UBS launched a new partnership with Formula One motor racing - a sport with notably global appeal. The company's sponsorship considerations are Business, Brand and Employees, with different initiatives focussing on each group.

9

Financial Planning Services (Emerging Industry Overview)

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Gale Emerging Industry Overviews, 2011

This paper provides an overview of the financial planning services industry, primarily in the United States. View Summary

This paper provides an overview of the financial planning services industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies. It concludes with a brief section about the industry in other countries ('America and the world') as well as a list of further information sources and reading.

10

E-Commerce - Online Brokerages (Emerging Industry Overview)

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Gale Emerging Industry Overviews, 2011

This paper provides an overview of the online brokerages industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies. View Summary

This paper provides an overview of the online brokerages industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies. It concludes with a brief section about the industry in other countries ('America and the world') as well as a list of further information sources and reading.

11

From shopkeepers to shoppers: Why UK consumers' acceptance of debt is here to stay

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Trevor Harvey, Warc Exclusive, May 2008

This paper looks at UK consumers' increasing acceptance of debt over the last two decades and the reasons behind this change. View Summary

This paper looks at UK consumers' increasing acceptance of debt over the last two decades and the reasons behind this change. Based on research from Henley Centre HeadlightVision, it suggests 6 factors to account for why so much more is spent rather than saved, including the sense of entitlement promulgated by a media-driven celebrity culture. It also describes and analyses the attitidues to debt and financial services of 4 consumer segments (Confident Investors, Free-thinking Independents, Apprehensive Traditionalists and Pressured Providers), the opportunities and risks they represent to finance brands.

12

How much is enough? A view of the UK savings market

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Dax Harkins, Warc Exclusive, March 2008

With volatility in financial markets and fears of a UK economic slowdown dominating the headlines, how will consumers' saving habits change? Are new opportunities emerging for savings providers. View Summary

With volatility in financial markets and fears of a UK economic slowdown dominating the headlines, how will consumers' saving habits change? Are new opportunities emerging for savings providers. For an up to date view of UK savers' behaviour and attitudes, WARC Online questioned Dax Harkins, Senior Savings Strategist at National Savings & Investments, the UK government-backed savings provider.

Admap’s U.S. editor, Stan Rapp, reckons that at least 60% of advertising is wasted (nonvertising). He sets out three simple rules to assess whether an ad is providing value for money, and then, using a ‘stop-look-ask’ test of ads in popular business magazines, proves his point.

Describes how a five-step procedure for genuinely customer-centric market segmentation achieved “spectacular” results in practice for Dell Computers and Fidelity Investments in the USA. View Summary

Describes how a five-step procedure for genuinely customer-centric market segmentation achieved “spectacular” results in practice for Dell Computers and Fidelity Investments in the USA. The first step, allocating customers to profitability deciles, can prove to difficult in practice, but will repay the effort. The second and third steps segment customers by their needs, and the fourth combines the two bases. Step 5 refines the model over time.

15

Why we should all be grateful to countries most incompetent marketers

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Jeremy Bullmore, Market Leader, Issue 18, Autumn 2002, pp. 12-13

Jeremy Bullmore takes an ironic look at the savings industry and concludes they are breaking all the rules of professional marketing. View Summary

Jeremy Bullmore takes an ironic look at the savings industry and concludes they are breaking all the rules of professional marketing. Consumers, he believes, are confused by the frequent changes of names, brands and offers, which even in good times, discouraged people from investing through bewilderment and distrust. As the consumer cannot rely on the country nor company to provide an adequate pension the situation is not a matter of incompetence but a time bomb waiting to explode. The absence of marketing has deprived customers of clarity, comprehension, competition and choice, and possibly the chance of comfort in later years.

16

The Philosophy Behind The Brand

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David May, ANA Magazine, June 2002, pp. 14-18

This article describes how Goldman Sachs felt the need for a branding programme even though it was the most powerful name in its category of merchant banking and finance. View Summary

This article describes how Goldman Sachs felt the need for a branding programme even though it was the most powerful name in its category of merchant banking and finance. The author describes three elements that make up the brand :- (1) branding for the client; (2) managing the brand for people who work within the company; (3) managing the brand for recruits. The author concludes that despite great pressure and changes in the market the Goldman Sachs brand continues to perform well.

17

A Remarkable Man and His Remarkable Company

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Judie Lannon, Market Leader, Issue 13, Summer 2001

The biggest difference between SE1 and traditional investment companies has to do with the nature of power. View Summary

The biggest difference between SE1 and traditional investment companies has to do with the nature of power. The only power here is the power of persuasion. No bureaucracy provides resources, no hierarchy issues commands. The ability to get things done is a function of the ability to persuade colleagues to support you.